Gartner Research

Forecast Analysis: Devices, Worldwide, 1Q15 Update

Published: 14 April 2015

ID: G00276442

Analyst(s): Lillian Tay, Roberta Cozza , Jason Chapman, William Lutman, Martin Reynolds , Tuong Nguyen , Ranjit Atwal , Bruno Lakehal , CK Lu , Annette Zimmermann , Tracy Tsai , Annette Jump


Overall growth in unit shipments of PCs, ultramobiles and mobile phones will slow to 2.8% in 2015. End-user spending will grow by 3.2% in constant-currency terms, but in current U.S. dollars it will decline for the first time since 2010, by 1%.

Table Of Contents
  • Overview
  • Companion Documents

Forecast Data

Market Impact

  • Overall Device Market Changes
  • PC Vendors Are Likely to Increase Prices
  • Changes to Products, Prices and Unit Demand
  • Lower-Cost Ultramobiles and Smartphones Resist Currency Pressure
  • The Need to Sustain Profits and Margins


  • Product Design and Pricing
    • Vendors of PCs and Ultramobiles to Raise Prices by an Average of 10% in 2015
    • User Experience of Chrome PCs Will Improve, Increasing Sub-$250 Competition Through 2016
    • Utility Smartphones Will Show a 30% Price Decline Through 2016
    • Windows 10 With Intel's Skylake Will Result in 10% Less Inventory in 1H15
  • Consumer Behavior
    • Only 5% of the €400 Saved, on Average, by European Households in 2015 Due to Lower Fuel Prices Will Be Spent on Devices
    • Through 2016, 30% of PC Consumers Will Buy Down the Price Curve
  • Business Behavior
    • Large Firms Will Cut Their Unit Purchases by 20% in 2015 Due to Price Rises
  • Device Preferences
    • Windows 10 Will Contribute to Slowing Demand for Notebook PCs and Premium Ultramobiles in 2015, but Help Replacements in 2016
    • Despite a 10% Rise in iOS Phone Prices in Countries Whose Local Currency Has Weakened Against the Dollar, iPhone Unit Shipments Will Grow by 7.4% in 2015
    • Through 2016, One in 10 Premium Phone Buyers in Emerging Markets Will Buy a Sub-$500 Premium Phone
    • "IT Austerity" Approaches in Brazil

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